[caption id="attachment_52136" align="alignleft" width="115" caption="Higher-ed leaders should make college fundraising videos brief, experts say. "][/caption]

Carefully crafted social media strategies and web videos that tug alumni heartstrings could become a foundation of college fundraising as campus officials use dwindling resources to recover from the largest ever one-year decline in contributions.

College operating budgets have stagnated or dropped during the economic downturn, meaning few campuses have funds for pricey mass mailings, open houses, and traveling to meet with wealthy donors across the country.


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